Paul Writer Survey Report on The Agency and The Marketing Tech Landscape
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Transcript of Paul Writer Survey Report on The Agency and The Marketing Tech Landscape
SURVEY REPORT ON
THE AGENCY &MARKETING TECH
PAUL WRITERADVISORY I CONFERENCES I COMMUNITY
A publica�on of
LANDSCAPE
IndexIntroduction.................................................................................
What’s the Next Big Frontier for Marketers?..............................
Digital Marketing Remains Top Priority......................................
What Makes a Good Agency?......................................................
The Fragmented Agency Landscape.........................................
Popular Agencies .....................................................................
How do Marketers Select Tools? ..............................................
Popular Technology Tools.........................................................
Summary Report.......................................................................
Appendix A - Agency List..........................................................
Appendix B - Tools List.............................................................
About Us....................................................................................
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INTRODUCTION
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Marketers are dealing with a rapid pace of change in terms of market demands, rising customer expectations, and digital disruption. Many are transforming the role of marketing in their organizations, and enabling the digital footprint for the customer-facing elements. Who are their partners in this journey? What are the tools they use to achieve their goals?
This report gives an insight into the popular agencies in India, the tools that are gaining traction with marketers and how marketers go about the selection process.
The report is based on an online survey completed by 129 respondents across 90 organizations. The survey was conducted in 2015.
42% of respondents of the survey belongs to top management with titles such as Chief Executive Officer, Co-Founder, Chief Marketing Officer, Head Marketing, General Manager – Marketing, Director – Marketing, VP – Marketing.
31% of the respondents are responsible for budgets over Rs 25 crore ($3.8 mn) per annum, with over 15% having control over budgets greater than Rs 100 crore ($15.4 mn).
52.8% of the respondents have worked in their current organization for more than three years.
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WHAT’S THE NEXT BIG FRONTIER FOR MARKETERS?
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Indian marketing is going through a period of accelerated transformation. Marketers are dealing with the rise of ecommerce, digitization, mobility, and the home delivery economy, even as giants like Unilever continue to derive 35% of their revenue from rural and small towns where bullock carts are still used for the last mile. It requires marketers to balance the desire for new with the need to retain existing business.
What’s surprising - and heartening - is that in a country where customers have traditionally not had a voice, 42% of top marketers say that the next big frontier for marketers is the Customer Centric Experience. This would indicate a realization that social media aggregation gives customers the power to penalize bad brand behaviour. Information is now widely available and loyalty is as good as your last interaction. VC-fuelled ecommerce models with their huge emphasis on guaranteed satisfaction and no-hassle returns are no doubt contributing to this trend.
30% of marketers considered the Internet of Things to be the next big frontier. This is significant as it shows that marketers are thinking outside the realm of communication and positioning and ready to embrace technology as an integral part of the marketing portfolio.
Mobile Marketing was selected only by 17%, indicating perhaps that most have already incorporated this into their planning.
30%
9%2%
17%
42%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Internet ofThings
Ecommerce 3D Printing MobileMarketing
CustomerCentric
Experience
Next Big Frontier for Marketers
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DIGITAL MARKETINGREMAINS THE TOP PRIORITY
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Even as they see customer centricity as the “next big thing” marketers are divided in their choice of priorities for the year. 26 % cited Digital Marketing, followed closely by Customer Centricity at 23%.
With the enormous explosion in data availability it is notable that analytics was a key priority for only 17% of those surveyed. This trailed even Mobile Marketing which was selected by 18% of the respondents. The deprioritization of analytics should be a wake-up call for tech vendors to increase their engagement with the marketing community and to increase their educational content for this sector.
This data is perhaps reflective of the fact that many organization are yet to complete their digital marketing transformation, and hence that is the top priority. Moreover, in a growth market there is a high value placed on garnering marketshare which takes priority over all other aspects.
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Top Priorities for Marketers
25.3%
23.2%
18.1%16.9%
8.2% 7.5%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Digital Marketing
CustomerCentricity
MobileMarketing
Analytics Ecommerce Partner/ChannelMarketing
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WHAT MAKES A GOOD AGENCY?
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How do marketers select agencies? We asked marketers to rate twelve parameters on importance. The top four parameters during the selection phase are mentioned below:
• Understanding your Business - for 93.5% Marketers it is very important• Speed of Response is very important for 79.0% of marketers• Flexibility is very important for 63.9% of marketers• Strategic Vision is very important for 61.9% of marketers
Attributes like Global Network, and Account Teams were ranked surprisingly low, indicating that strategy and speed are trumping other operational parameters. Even references did not score very highly.
62%
37%
25%
56%
42%
20%
35%
64%
54%
79%
94%
36%
56%
54%
40%
54%
57%
60%
36%
43%
20%
7%
3%
7%
21%
4%
4%
24%
5%
3%
1%
0 25 50 75 100
Strategic Vision
References
Global Network
Tools & Technology
Performance-Based Payments
Multiple Clients in your Industry
Account Team
Flexibility
Pricing
Speed of Response
Understanding your Business
Very Important Nice to have Not important
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TOP METHOD TO SELECT AGENCYPARTNERS
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Given the wide spread of agency providers it is no surprise that 55.3% marketers perform research before shortlisting their agencies. This would indicate the desire to broaden the consideration set beyond those with top of mind recall. It may also be required to identify the niche agencies that most firms use in conjunction with the market leaders.
The procurement team is involved in 30% of agency selections. This should be a heads up to agency sales teams to involve them much earlier on in the sales process. While it could just be a function of ensuring transparency, it is also possible that including procurement indicates a certain commoditization of the offerings and hence pricing is a key factor.
The selection process is also becoming more professional with 5% of those surveyed indicating that they used a professional vendor selection consultant. These consultants (Disclosure: Paul Writer performs vendor selection for clients) bring in domain knowledge and offer an unbiased view of the agency and fit for a particular requirement.
5%10%
30%
55%
Procurement is involved
Decided through research
Ad-hoc contractsVendor selection consultant
Top Method to Select Agency Partners
THE FRAGMENTED AGENCY LANDSCAPE
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Survey respondents mentioned the services of 166 Agencies across all the services. With 90 organizations participating in the survey, it shows a fair degree of fragmentation.
An interesting point to note is that even firms using the so-called “full-services” agencies are using multiple agencies to fulfil their requirements. No one agency is able to satisfy all client requirements and most clients are adopting a “best-in-class” approach of mix and match to meet their needs. There are inherent difficulties in managing an omni-channel campaign across multiple agencies and shows that there is opportunity both for consolidation and deepening of service lines.
Based on the frequency of mention in our survey, Dentsu Aegis, Equus Advertising, Mullen Lowe Lintas Group, Ogilvy & Mather, OMD & MediaValueWorks are amongst the popular agencies.
Popular Agencies by Category
Law & KennethSaatchi & Saatchi Dentsu AegisNetwork
Grey Worldwide
OMD
Ogilvy & Mather
Doon Consulting
Grey Worldwide
Dentsu Aegis Network
Dentsu AegisNetwork
Ogilvy & Mather
EquusAdvertising
OMD
Mullen LoweLintas Group
Equus Advertising
Ogilvy &Mather
InteractiveAvenues
Dentsu Aegis Network
Equus Advertising
Regalix
Interactive Avenues
Webchutney
ADG Online
AdvertisingMobile Marketing
Digital Markeing
Media Planning
Digital Marketing
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PAUL WRITER RESEARCH
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Size of Agency name is proportional to the frequency of mentionsby respondent organizations
POPULAR AGENCIES
HOW DO MARKETERS PICK TOOLS?
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With the rise of technology as a differentiator for marketing, the CIO-CMO partnership has garnered a great deal of visibility. However, that appears to be wishful thinking on the part of tool vendors, with a mere 15% of marketers saying that they decide on tools and technologies after consulting with the CIO. Nearly half the respondents, 48% - rely on research initiated by the marketing team to identify the best fit tool. And showing that they are very open to new tools and technologies in the market, 28% have said they are responsive to vendor pitches. Tool vendors would be well advised to talk directly to the marketers as they have both the need, budget and decision making authority to determine the tech road-map for marketing.
Selecting Tools & Technologies for Marketing
Marketing team through research48.29%
28.29%
14.63%
8.78%
Based on vendor pitches
In consultation with CIO
External consultant
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POPULAR TECHNOLOGY TOOLS FOR MARKETERS
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Marketers have embraced technology across multiple functions and have tools for each element of marketing. No one tool appears to satisfy all their needs and marketers have mixed and matched to arrive at the ideal solution. Marketing technology is fragmented with our survey showing usage of over 140 across categories.
The most popular tools i.e. those with a high frequency of mention among survey respondents are Salesforce, Google Analytics, SAS, Marketo, MailChimp, SAP, Unica & SPSS.
Data Management
Mobile Marketing CRM
Direct Marketing
Demand Generation & Sales Analytics
Salesforce
SAP
Oracle
SAS
SMS
Inmobi
Unica modules
SAS
MSDynamics Marketing
Salesforce
Siebel
Zoho CRM
MS Dynamics CRM
Email & SMS
MailChimp
Eloqua
Marketo
Act-on
MS Dynamics MarketingEcircle
Salesforce
MS Dynamics
Demand base
SAP customized system
Google Analytics
Lead Formix
Google Analytics
SAS
SPSS
MS DynamicsAnalytics
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Size of tool name is proportional to the frequency of mentions by respondent organizations
POPULAR TECHNOLOGY TOOLS
HIGHLIGHTS
• Customer centricity is seen as the next big thing, followed by Internet of Things (IoT). It is possible that marketers will use the disruptive power of IoT to provide a truly customer-centric experience
• Current priorities are centered around Digital Marketing
• Understanding their business was the key factor for clients in selecting an agency
• The Agency Landscape is fragmented with 166 agencies in use across 90 organizations
• The CIO-CMO alliance is a myth with just 15% of respondents seeking the CIO's advice in technology selection
• The technology landscape is also fragmented with 140 tools being cited by 90 organizations
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Appendix A - Agency ListAccenture
Act-on
AD2C
ADG Online
Adglobal360
AdIQuity
AdMob
Appiness
Bates CHI & Partners
Boutique USbased firms
Brand Curry
Bridge Agency
Brood Media
Centerline Digital
Coderweb
ConvergeDentsu Aegis
DigitasLBiDoon Consulting
Doosra BrandCommunications
DWA Media
Equus AdvertisingCompany Ltd.
Fahrenheit Agency
FlurryFlying Cursor
ForkFrogIdeasFuture Media
Gartner
Gozoop Online
Griphin
GPJ (George P.Johnson)
Grey Worldwide
Group M Media (Motivator)
Happy CreativeServices
Hot Stuff Advertising
Ignitee Digital Services Pvt Ltd
Image consulting
In-House AgencyInMobi
Interactive Avenues
International DataCorporation
IPG (interpublicgroup)
Isobar
ITSA Brand Innovations Ltd
J. Walter Thompson
Joshbr CommunicationK WebmakerKleward ConsultingKnowledge Stream
Komli Media
Langoor
Law & Kenneth| Saatchi & SaatchiLeadboltLeo Burnett
Lodestar UM
LogiqueBrainConsultancy
Madison World
Maxus
McCann Erickson
MEC Global
MediaComMediaValueWorksMeritus Media
Millward Brown
MINEcreative agency
Mogae Media
MudraCommunicationsMullen Lowe Lintas GroupNetBiz SystemsPvt. Ltd.Niche MindsNielsen
ODigMa
Ogilvy & Mather
OMD
Pace (interpublicgroup)
Perfect Relations
PRHUB
PS Live
Razorfish
Regalix
Reprise Media
Richter Agency, Inc.
Ronak Advertising
Samsung Media
Shobiz
ShowbizManagement
SMG ConvonixSocial Radius (US)
SokratiSpan Communication
Strategic MarketingServices
Synapse Marketing Consultancy Pvt. Ltd.
Text100 GlobalIntegrated Communications
The BrewhouseThe Practice
Thought trainsTMP WorldwideAdvertising andCommunicationsTribal Worldwide
TritonCommunications
TSC
TV18 Unipro Education Pvt. Ltd.
Universum Global
Value 360Communications
WATConsult
WebchutneyWebduniyaWunderman
Yorke CommunicationsZinnov
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Localytics
LogmycallsLYRIS
M2M
Mail Chimp
Mailmerge
Mandrill
MarketoMicrostrategy
Mixpanel
MS CRM
MS Dynamics
MS Dynamics - AnalyticsMS Dynamics - CRMMS Dynamics Marketing
MVWNet insightNielsen
NudgespotOctanceODM
OracleQualitative &Quantitative Research
R
Act-on
Adds
Adobe MarketingSuite
Airwave
AppAnnie
Axela
Calling
Campaign MonitorCanva
Capillary
Cartesian
CIARA
CLP
Cognus
Coremetrics
CRM software
Crystal
Database MarketingSystem
Demand base
Digital Marketing
DropboxDynamics
Ecircle
eloqua
EmailERPExactTarget
Excel
Experian
FlashFlurry
G. DriveGoogle
Google AnalyticsHadoopHooplaHootsuiteHubspotIndigenous
InfluencersInhouse Tools
InmobiJigsawKissmetricsLead Formix
Lead411Leadsguard
Appendix B - Tools List
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RainmakerSalesforceSAP
SAP customizedsystem
SAS
Seem AdWordsSiebelSilverpop
SMSSPSS
SQL
SugarCRMTableauTapjoy
Taylored EmailCampaigns
Unica modules
WhatsappWIPXtrfy
YieldMo
Zoho CRM
ABOUT US
Paul Writer was founded in 2010 with the vision to be the go-to destination for senior marketers seeking best practices and trends in marketing. We do this by providing a community platform for peer to peer learning, conferences for networking, thought leadership and marketing advisory.
We partner with clients to create outreach opportunities within our CXO community or help them build their own vibrant network of professionals with a combination of online and offline programs.
Marketing Services: Positioning strategy, community-as-a-service, campaign management
Custom Publishing: video interviews, case studies, research reports, articles in Marketing Booster (weekly e-newsletter and bi-monthly print publication)
Conferences & RoundTables: Well-designed conferences of 150+ senior marketers on a horizontal marketing trend or vertical specific issues. We also design intimate hosted programs of 25 CMOs, curated agendas for conference-in-conference requirements, brand visibility, appointment-setting, product demos, research, recognition programs
Community Management: Build a sense of community among users/prospects by designing a program that recruits, recognises and rewards them through an omnichannel outreach program that encompasses a range of communication tools
Paul Writer was founded by Jessie Paul, author of No Money Marketing (2009, Tata McGraw-Hill) and former CMO of Wipro who has also held senior marketing positions in Infosys and iGATE. With offices in Bangalore and Gurgaon, clients include Adobe, Cisco, Dell, Hindustan Times, LinkedIn, Microsoft, SAP.
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Paul Writer Strategic Services Pvt Ltd102, Trump Tower, 5/2 Eagle Street Langford Town, T: +91 80 4096 5053
Bangalore, Karnataka 560 025 – India
www.paulwriter.com